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SHADON MOHAMED - QUEENA NING - JINGWEI CHIANG - SUMMER LEE - LAURA BELSLEY
Internal AnalysisBrand CultureHeritage & TimelineFinancial OutlookCompetitive AdvantageTarget Market Strengths/Weaknesses
-Quintessential British fashion with outerwear core
-One of the oldest & most respected British labels
-Leading luxury brand with global business found in 26 stores worldwide
-Iconic trench coat, trademark check and Prorsum knight heritage logo
-Brand leader in digital communication (social media, burberry.com, fashion shows)
-Personalized customer care offering consumers a superior shopping experience
-Social Responsibility (Burberry Foundation)
BRAND & CULTURE
HERITAGE-Outerwear Core With Adventure/Exploration History
-Iconic Products
-Received Royal Warrant By British Royal Family
-World’s most recognized and widely copied tartan pattern (Burberry check)
-Past: Classic, rogue outerwear brand. Future: Next generation, fashionable youth. “Burberry chic”
TIMELINE
FINANCIAL OUTLOOK (2011-2012)
COMPETITIVE ADVANTAGE
-Performance based advertising
-Cost effective for international banner and text ad campaigns
-Text and image ads supported
-Placement is automated, more relevant to users
-Ads are placed on a wide range of sites not just search engines
TARGET MARKET
-Burberry maintains a broad appeal across dual gender audience, 20s to 50s
-People with a medium to high standard of living
-Accessible “functional” luxury
-Cross-generational: -Mature audience seeks classic appearance-Youth audience seeks innovative/contemporary design
STRENGTHS & WEAKNESSESExisting Strengths-Strong/proven management team
-Licensing growth. High incremental return on incremental capital
-Well-established luxury brand with classic heritage products
-Powerful celebrity endorsements
-Iconic products, logo, check print
-Accessible “functional” luxury
-Progressive digital communication (website, fashion shows, social media)
Existing Weaknesses
-Low vertical integration reduces capture of margin and value from manufacturing
-Apparel segment has increased fashion risk but accounts for majority of profits
-Internal brand awareness confusion (Burberry London, Burberry Brit, Burberry Prorsum, etc.)